Media Pulse, the largest on-campus communication festival of ISB&M
Pune, India, Dec. 19 - /EWire/ -- Media Pulse: Communication Beyond 2010, Day2 The sub theme of today's discussion at Media pulse, the largest on-campus communication festival of ISB&M, was content. Eminent people from media industry who enlightened the students today were Mr. Mr. Mukesh Sharma, Director, All India Radio; Mr. Tapas Sen, Chief Programming Officer, Radio Mirchi; Mr. Y.P. Rajesh, Editor , Indian Express and Mr. Abhijeet Nayan, Filmmaker. Professor Ujjwal Chowdhury, Executive Director, ISB&M School of Communication, introduced the topic to his students. He mentioned that in a world where people are not much aware of technology feels that machine rules man. But the reality is CONTENT RULES. Technology takes the content in a good way. He gave an example of films. Irrespective of how a product is made it is carried across various platforms. Professor Chowdhury further talked about the reach of Indian TV & radio channels . He stated an example that Doordarshan has the highest reach despite the presence and aggressive campaigns by different private players. AIR reaches 97% of india, whereas private radio does not even cover 15% of India. Doordarshan reaches 85% of India, whereas private TV has not even reached 60%. Mr. Mukesh spoke on the HOW NOT TO MAKE A CONTENT. He told his experience of directing his first movie and that too within a very narrow deadline. While telling this story he explained all the steps one needs to follow while making a film, and also the problems that one encounters. He mentioned the three "Is" to produce any content: Imagination, Ingenuity and Innovation. He said its very important to give a visuals to a radio program, the challenge lies there. He referred to youth as Digital Native! Mr. Tapas Sen gave his illustrious presentation on "Paanch sawal"! First, he discussed about the Immediate future of Radio..in near 12 months, 24 months and 36 months. A lively discussion on the Phase 3 licensing, where 800 frequencies are expected to be auctioned, would reach 200 cities, huge investments will follow in the radio industry, huge recruitment of talent, training of employees, major national players will step-in radio, birth of radio production houses and many more. Second, he talked about the importance of News & Current Affairs. He said news is power and has universal connect. Third, the topic he discussed is From Entertainment to Infotainment. He said news is the best form of entertainment and the second most popular genre. Information itself is entertainment, be it a political information, or anything. The line between information and entertainment is blurred. Fourth, he talked that Content will be Omnipresent. "Content is like soul-it is indestructible. Platform are like Bodies- it keeps changing".He said in near future there will be the death of Physical, i.e, most physical form of media distribution and consumption will soon die out. Content will keep on adopting the new platform with time. Fifth, He discussed on the Content or Brand, Despite similar content, Brand wins! & Despite good brand, content fails! Mr. YP Rajesh, gave a brief on the evolution of Indian Newspapers after the arrival of cable TV in 1991, when CNN brought the Gulf War before people. Other reason was the liberalization of the Indian Economy. He said, 2001-2010, the newspapers are trans-modified. Nowadays it is very necessary to find out what a reader wants to read, or what we should tell the readers. Value addition to News is very important now. In this context he mentioned a very good example of a big 32 inch dell screen in an office of Washington Post, USA, which gave second to second updates on what news stories are read. This really shows the importance of research in deciding what should go in a Newspaper so as to maintain a position or to establish itself. He also discussed about the crisis the print media is facing in the Western countries, this provoked a discussion on whether Indian print media can face similar problem in future. Mr. Rajesh further said that for him Newspaper is like a thali, some wants more rice & dal (main course news) or some wants desserts (supplements, etc). Mr. Abhijeet Nayan, gave a brief of the process of Film Making and film Censorship. This led to a discussion of whether films should be censored or not. With this, the second day of Media Pulse ended successfully well, leaving students with a lot of learning.
A report by Farhat Bano
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